Giving a legacy brand a fresh look to appeal to the next wave of active day traders.
Challenge
Serious traders knew that TradeStation was the best platform out there, but millennial traders were on the rise, and largely untapped by this industry leader.
Goal
Reposition the brand’s identity to appeal to attract millennials, while maintaining the core audience by highlighting our ongoing commitment to individual financial edge.
Strategy
Ride the wave of TradeStation’s South Florida roots to a fresh look, with a nod to surfers’ careful planning and timing of conditions, just like traders and the market.
Role: Design Director
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Matt Peters (Sr. Designer), Dan Kalmus (Copywriter), Kevin Karp (Creative Director), Ali Chastain (Strategist), Nehal Harley (Account Director), Black Math (Animation)
Awards: Graphis Logo Design Honorable Mention